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Supporting entrance into the Chinese eCommerce market

Denman International is a manufacturer of the highest quality hairbrushes, preferred by professionals around the world. They are based in Bangor, Northern Ireland, with an established global market presence and a faithful following with some of the most famous international hair stylists. 

The company has been established for over 80 years and is a leading global brand. China has been on their radar for a number of years as having a strong opportunity, however, it is difficult to understand such a vast market from a few short trade show visits, and it also posed the question of whether to approach the market with the traditional agent/distributor model, or attempt to enter via one of the e-commerce platforms.

HMC has been supporting businesses entering the Chinese market for the last 30 years and we supported Denman’s approach to the market by providing fast access to insight, exposing the opportunities and drawbacks of various trading option through numerous meetings with potential partners, thus aiding the decision making process and helping Denman achieve the right solution for them in as short a time as possible.

Key Activities:

Provided advice and guidance on market entry channels, agents, distributors and eCommerce platforms in China

Organised a meeting programme with multiple qualified potential trading partners

Created a logistics itinerary for the meeting programme

Created briefing documents and debriefing documents for each meeting

Acted as an intermediary introducing Denman to potential trading partners. The HMC team in China has a wealth of business acumen, thus providing translation, analysis and advice in each meeting, assessing the situation and advising on next steps.

Supported legal complexities and referred Denman to commercial law firms in China

“HMC informed and accelerated our approach to the market in China, saving us time and money in the long run. The meeting programs were thoroughly qualified with professional advice and briefs in advance, helpful translation during meetings when needed and always a sound analysis of meeting outcomes and good advice on next steps. Logistics were a dream, Vicki arranged everything and just made sure we were always on time and her wide network enables us to easily tap into some excellent legal resource when we needed it.

To access practical advice and assistance in China, HMC has been first class. The knowledge and understanding we gained in a few short months would have taken years to achieve otherwise.”

PHILIP STEELE, MANAGING DIRECTOR AT DENMAN INTERNATIONAL

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